The number of U.S. adults reading digital magazines has increased 13.8% from 2015, with nearly 42% reporting having read one or more digital magazine issues in the last 30 days. That’s still not as high as the number reading print magazines, but the gap is lessening.
Almost a quarter of the 3,241 polled respondents reported spending money on digital magazine subscriptions and single copies in 2016, representing a total of $1.94 billion. This is up almost 10% from the totals last year.
Here are seven more highlights from the Mequoda study:
1. Print hanging in. While more than 2/3 of U.S. adults have read a print magazine in the last 30 days, and 51% have read at least two, the percent of people reading print remained flat at 69.76% in 2016. However, the number of average issues read in 30 days fell from 2.94 to 2.84 issues.
2. Digital spending soars. In 2015, 15% of U.S, adults reported spending a total of $1.27 billion per year on digital magazine subscriptions and single copies. In 2016, that number grew to 23.51% and $1.94 billion. This is a 52.7% increase in digital magazine spending year over year.
3. Make it easy to read. Readable text and scrollable text are the two most valued functions of digital readers. Other functions that are important include: links to website; embedded video; back issue archive; vertical swipe; copy and paste capability; content bookmarking; and companion print magazine.
4. Keep my print edition close and my digital edition closer. Almost 60% of U.S. adults most value their digital edition of a magazine compared to just 40% for print. The web edition takes up more than half of that 60% with iPad, iPhone, Kindle and Google Play each taking up between 4-8%.
5. Pursue multiplatform buyers. To no surprise, multiplatform consumers—which are up 32% from last year—have a higher household income than their print-only (probably older) and digital-only (probably younger) counterparts. Multiplatform consumers are 1.67 times more likely to spend $100 per year on digital magazines than digital-only consumers. They are also 1.64 times more likely to spend at least $1 per year on digital magazines than digital-only consumers. Getting young people to spend money on what they read continues to be an ongoing challenge.